SCL Mellon took the lead in launching an exclusive fashion collection for Admiral Sports, resurrecting the iconic tracksuit of the legendary Bob Marley. This digital campaign was a tribute to Marley’s everlasting influence and signified a strategic collaboration between Admiral Sports and MUNDIAL magazine.
A Cultural Celebration: The Resurgence of Bob Marley's Iconic Tracksuit
The revival of Bob Marley’s iconic tracksuit transcends a cultural celebration. Bob Marley’s famous quote, “Football is a part of I. When I play, the world wakes up around me,” set the tone for the limited edition capsule collection. Inspired by Marley’s visit to Battersea Park in London in 1977 during the recording of the “Exodus” album, the collection encapsulates the spirit of lively football games. The distinctive nautical letterman tracksuit is synonymous with London’s style and music culture.
Exclusive Collection Launch, available in Greece
The collection, available in Greece through admiralsports.shop and the Admiral stores network, includes not only the iconic tracksuit but also two meticulously designed football jerseys, each paying tribute to Marley’s fervor for the sport.
A captivating short film that explores Bob Marley’s profound connection to football and London, the city he lovingly called his “spiritual home.” complemented the digital campaign. The documentary delves into Marley’s relationship with his music fans, featuring a local community figure reminiscing about the iconic matches at Battersea Park during their childhood.
Activations and Excitement: Beyond the Digital Realm
SCL Mellon launched a series of activations to add excitement to the collection launch. The flagship store event at Admiral in Ermou street served as a prelude, and a strategic collaboration with village cinemas showcased the movie “Bob Marley: One Love.” On 23.2.2024, in two different shows, the “lucky seat” activation unfolded, allowing two fortunate individuals from the audience to walk away with a T-shirt from the exclusive collection. Many thanks to Touchpoint Strategies, our long term partner for PR, that played a pivotal role in bringing this digital campaign to life. Together we showcase the prowess of digital agencies in driving impactful and engaging campaigns.
The Countdown to Release: A Fusion of Fashion, Music, and Digital Expertise
The Admiral Sports x MUNDIAL collection was released on 14.02.2024. For us this limited edition capsule collection is not just a revival of a tracksuit. It’s a celebration of Bob Marley’s enduring legacy and an opportunity to be part of a global digital marketing campaign that was featured in leading online magazines.